An expert for the media is not just a specialist in a specific field. They are also someone who can convey their knowledge in a way that is understandable to the audience. What does the process of building an expert’s image in the media look like, and what should be considered when collaborating between PR professionals and journalists in this regard?Let’s start with who an expert is. It is a person who specializes in a given subject, both in practice and theory. Sometimes they are also an authority in their field, like Prof. Bralczyk in Polish language studies. In recent years, however, we have also seen ‘self-proclaimed’ experts who, instead of knowledge and experience, mainly have a desire to speak in the media. Therefore, a thorough verification of the specialist is extremely important, primarily by the PR professional working with them, but also by the journalist interested in cooperation. This ensures that the final recipient of the message (viewer, reader, listener) receives valuable and credible information, which positively influences their perception of both the medium and the expert themselves.
Whether placing an expert in the media is part of a company’s communication strategy or personal branding, the PR professional’s role is above all to determine the specialist’s scope of topics and verify their public speaking skills. In the case of an expert speaking on behalf of a company, it is crucial that they can discuss the issue from a broad perspective and have insight into the entire market, not just the company they represent.
Proper preparation is the key to success
Not every person, despite having vast knowledge or even being an authority in a given field, can easily speak in the media. While a comment or answers for a press or online interview can be thought over twice, challenges arise during live recordings on both radio and television. An expert for the media, in addition to specializing in their field, should also have the ability to communicate their knowledge simply and manage stress.
Proper preparation of the specialist for live appearances plays a huge role. Some PR professionals have the skills to conduct such training; if not, it is worth seeking help from a trainer or coach. Very often, trainings are conducted by journalists themselves, which additionally helps the expert become familiar with a known face.
When a journalist is looking for an expert to collaborate with, it is advisable to engage with the person the expert represents in PR, as this increases the likelihood that they will be adequately prepared. Therefore, in building an expert’s image, it is important not only to brief them beforehand but also to analyze the performance afterward to improve subsequent appearances.
Swift action is the foundation of good media relations
Being a step ahead of the competition is one of the most important tasks for a PR professional, especially when positioning an expert in the media. It is important to remember that there are many specialists in a given field, and we are not the only ones working to promote the expert and the brand. Staying up to date in the expert’s field is crucial, whether they are a cosmetologist or an astronaut. Monitoring the industry where the expert operates allows for a quick response and the ability to suggest topics to both the expert and the media, as well as prompt reactions to current events. In this regard, maintaining constant and good communication with the specialist is also extremely important. Often, a simple conversation can reveal many different topics that will interest the media.
Speed also matters when preparing materials for the media. Experts often do not realize how important it is for journalists to be the first on a given topic. Our specialists are not only experts for the media but usually perform their professional work daily. It often happens that they delay providing comments or answers to interview questions. It is worth explaining to the expert at the start of cooperation how our work looks and why rapid response is so important. Usually, one successful collaboration with a journalist leads to more, and after all, the goal of a PR professional is a situation where the journalist, looking for an expert, contacts them directly instead of the competition. It works significantly worse the other way around – failure to provide materials on time or the last-minute refusal disqualifies the expert not only with one journalist but often with the entire editorial team of the medium.
Of course, one must also consider the other side of the coin and respect our expert’s work by giving them as much time as possible to create responses or prepare for appearances in front of the camera.
In summary, the key to a fruitful cooperation with an expert is to build a good relationship and clearly define mutual expectations. Effective media positioning of the specialist largely depends on their credibility, the quality of materials or statements, and, of course, the speed of response.
About the author
Ewelina Jaskuła – a specialist in product and corporate communication. She has nearly seven years of experience in PR, gained working on projects across various fields including health, beauty, FMCG, and education. She has handled brands such as Nivea, Nestle, TK Maxx, and the Capital City of Warsaw. Currently associated with Good One PR, where she is responsible for preparing and implementing comprehensive communication strategies for Centrum Medyczne CMP, Würth Polska, Funtronic, Wenon, and Piotr Sierpiński, Hair. She graduated in journalism and social communication at the University of Warsaw and Cardinal Stefan Wyszyński University.
